Based on the 13th century proverb For the Want of a Nail, with numerous variations spanning several centuries, the proverb reminds people that seemingly unimportant acts can have grave and unforeseen consequences. We created 660 bespoke executions, all with different pantones of skin colour, reflecting the number of women lost to breast cancer every year. Each one personal. Each a subtle nod to the stark reality. The donation-based campaign runs across breast cancer awareness month on digital out of home, radio, press, magazine, street, digital and social media.